GoldenEye Media joins forces with LuxuryRealEstate.com

GoldenEye Media joins forces with LuxuryRealEstate.com

Local producer of high-end real estate videos, GoldenEye Media, has established its presence on the global stage, announcing a partnership with leading US agency, LuxuryRealEstate.com.

A still from one of GoldenEye's videos.

Well known for its beautifully crafted videos that weave personal stories into the detail of ultra-luxury properties, GoldenEye Media has firmly established its presence on the global stage with a partnership with US firm, LuxuryRealEstate.com

Tracey Atkins, Managing Director of GoldenEye, told SCHWARTZWILLIAMS that even though the company is already working around the world, the partnership makes its global presence "official".

"It puts us on the world stage - officially," she said.

Atkins sought advice from other LuxuryRealEstate partners and the overwhelming response was "do it", saying "the relationships and contacts you will build are priceless."

Atkins said being an Australian company was an advantage for GoldenEye.

"What is probably the most surprising and exciting thing of all is that we are Australian," she said, explaining there are countless companies doing similar work in the US. But LuxuryRealEstate said GoldenEye was "the true luxury fit" they wanted to be able to offer their members.

In the end, LuxuryRealEstate was "happy to reach down to the other side of the world to secure us as part of their offering," said Atkins.

Atkins said the Australian approach and accent were also an advantage. They "makes the property feel more international and exciting," she said.

Atkins is currently in San Francisco with Director of Content Michael Mouritz doing a film for the most expensive home that will ever hit the market here. "They sought us out because they want this house to look and feel like the home of a citizen of the world - and our unique style helps to create that," said Atkins.

GoldenEye's story-based approach to its videos was particularly appealing to LuxuryRealEstate, said Atkins.

"It provides the kind of gravitas that markets leading homes," she explained.

LuxuryRealEstate, the established leader in the US luxury sector, launched a Luxury Real Estate TV App on Apple TV in 2016. The app has been hugely successful, said Atkins, and provides another platform for GoldenEye's work to find an audience.

The US luxury market, as in Australia, is very strong, said Atkins.

"And it's not just in the usual suspects like New York and San Francisco," she said. "The lifestyle market is really doing well - and also regional cities. We do a bit of work in Dallas and that market is flying right now - especially with the offshore market which is chasing a safe and easy lifestyle, good schools, and, comparatively, good bang for their buck."

"Right now there is as much, or possibly even more, demand for our services in the US than Australia," said Atkins, which reflects the strength in the market, and the huge size of the US market, but also the US's rapid embrace of digital marketing.

"Video is no longer a fringe dweller but rather a centrepiece," she said.

"Some agents are investing in just our video and nothing else to market a really top property," said Atkins, explaining that videos can contain enough information and enticement to be a campaign in its own right. "And, it can feel a lot less 'salesy'", she said, which sits more comfortably with UHNW buyers who prefer to be spoken to and not sold too.

LuxuryRealEstate spokesperson Scott Rudolph told SCHWARTZWILLIAMS, "Video is becoming an increasingly popular way to view a property online. In fact, it may soon become necessary when marketing luxury homes. Buyers want to be able to experience a property from the comfort of their home - this is proven with the rise of AppleTV, larger screens on smartphones, and the successful sales of homes with high quality videos in comparison to those with none.

"A well-produced video can make or break a sale," he said.

"They are also using video very innovatively here," said Atkins. "It's being actively used in off market campaigns and also being built very cleverly into e-mailouts and other database activities which really helps build engagement."

Rudolph said, "Goldeneye Media excels in production quality, making them the perfect fit for the world-class luxury brokerage community."

Read more about GoldenEYE media, and watch some of their amazing videos: